Chinese computerized embroidery machine wins new opportunities in Türkiye market

Türkiye's computerized embroidery machine market has a long history of development and a solid industrial foundation. As it is close to Europe, 40 years ago when the world computer embroidery machine industry was budding, German ZSK embroidery machines entered the market of Türkiye, and the first batch of computer embroidery machine processing plants appeared locally. The local first batch of Chinese embroidery machine agents are mostly bosses who started by opening embroidery processing plants.

Around 2000, Chinese embroidery machines began to enter the Türkiye market, among which Feiya, Jingwei, and Beitianniao were the first brands to enter the Türkiye market. Since then, Chinese embroidery machines have enjoyed stable sales in Türkiye.

From the perspective of product processing, Türkiye's embroidery processing market has always been dominated by garment-cutting processing, similar to the domestic garment-cutting processing markets in Foshan, Dongguan, Ningbo, Shandong, and other places in Guangdong. Among them, many large garment factories are OEMs for well-known foreign garment brands, which have high requirements for the quality of embroidery products. At the same time, the factory has the strong financial strength and can afford higher prices. Therefore, Türkiye has become the largest market for Japanese embroidery machines such as Tanjima and Bellinda in terms of sales of multi-head embroidery machines worldwide.

Local embroidery machine agents are also willing to look for alternative products for high-end computerized embroidery machines, but Türkiye customers generally feel that the quality of Chinese embroidery machines can not reach the quality of Japanese brand embroidery products. Therefore, although domestic embroidery machines have a lot of sales, it has been difficult to enter high-end garment factories.

In the past two years, COVID-19 has had a serious impact on Türkiye's economic development and caused a major blow to industry and tourism. Türkiye's currency continued to depreciate, from 6 lire per dollar at the beginning of 2020 to 18.6 lira per dollar today, leading to a high inflation rate, a rise of 3 to 4 times in house prices, a substantial increase in the cost of living of the people, and serious economic instability. At the end of 2021, the collapse of the lira once led to the overall stagnation of Türkiye's embroidery machine export, and the agents stopped placing orders.

Recently, with the full liberalization of epidemic prevention and control in Türkiye, Türkiye's economy began to enter a recovery period. Affected by China's strict prevention and control policies, European processing orders began to shift to Türkiye, providing opportunities for Türkiye's market recovery.

The overall market is favorable, with the following trends: First, Türkiye's entry policy is loose, and the electronic visa tourism industry has fully recovered; Second, Türkiye has adopted a comprehensive policy of opening its currency to the US dollar and the euro. The US dollar accounts for 60% of the economy. Therefore, although the lira has depreciated significantly, there has been no social unrest. Therefore, the devaluation of the lira is conducive to boosting exports and promoting domestic manufacturing; Third, the 10-year civil war in Syria led to more than 5 million Syrian refugees entering Türkiye, providing Türkiye with a large number of cheap labor. At present, the cost of embroidery processing in Türkiye is lower than that in China; Fourth, Türkiye's road freight can reach European countries within 2-3 days at the fastest. In the era of the fast return of small orders for clothing, Türkiye has obvious advantages in clothing processing efficiency, and many European orders are turning to Türkiye; Fifthly, due to the substantial increase in freight since the epidemic, the customs epidemic prevention policy has led to the instability of shipping. Sometimes orders for Chinese computerized embroidery machines cannot be delivered on time, leading international buyers to transfer orders from China to other countries.